Spa concept Spavia has predominantly served suburban markets over its 20-year history. That’s about to change with its newest concept launch, Sway by Spavia.
Sway adds to Spavia’s offerings, building off its 60-unit operations in 25 states. The concept looks to address the “unmet need” in urban markets and cities, said Sway co-founder and director Emily Langenderfer.
“With Sway by Spavia as our urban design, we met this need and demand for wellness to be accessible and affordable within the city,” she said.
Sway’s first location opened February 25 in Denver’s Larimer Square. “Starting with our roots in Denver was really important to us as the flagship location,” Langenderfer said.
Growing in urban communities, Langenderfer anticipates Sway to attract younger generations residing in said markets and further Spavia’s mission of providing luxurious yet affordable wellness services.
Sway’s launch introduces new treatments and technologies like the Aescape Robot, a fully-autonomized robot using artificial intelligence to perform massages. The concept’s remedy room provides cold plunge and sauna options, wellness modalities extending beyond traditional spa offerings.
The company noticed increased interest in wellness among younger generations. People’s reliance on social media and constant access to devices causes customers to seek out a healthy escape, Langenderfer said.
“A lot of us have come to this realization that we need connection and community, and to create a space and brand like Spavia that cultivates and prioritizes the human connection element is really valuable,” she added. “I think even coming out of COVID, it shifted a lot of mindsets to reflecting on what’s important and really prioritizing mental health and different avenues of self-care.”
Karyn White, Spavia director of franchise development, said she even notices her children taking an interest in self-care services.
“They and their girlfriends, the community, all know the importance and the value of self-care,” White said. “Whether it’s the massage piece or the beauty piece or the relaxation piece, we all know that recharging our battery is so important in taking care of ourselves.”
While Sway is positioned as a place for younger generations, Langenderfer clarified the locations are for anybody to experience. That being said, Sway’s marketing does look to attract younger customers.
“So many are reliant on finding their next restaurant or next activity through social media, so both Instagram and TikTok are big levers for that,” she said.
Sway’s design is set to resonate with young customers through its open-concept models.
“We have a facial bar area that has four treatment tables across the way, so you could be getting a facial next to your best friend or next to a stranger,” Langenderfer noted as an example. “That cultivates the social community, social club aspect that the younger generations are seeking.”
White said Spavia is reaching out to its franchisees in target markets to gauge their interest in opening a Sway location. She anticipates a second Sway to open within the next 12 to 14 months.
“It’s really bringing that resort-inspired experience with accessibility,” she said. “We’re in the suburban—now we’re bringing it to the urban.”